CPG Packaging Evaluation: Shelf Findability, Claims & Standout

Thank you for participating in this study about product packaging. Your responses are voluntary, confidential, and will be reported only in aggregate. There are no right or wrong answers—we are simply interested in your honest opinions. This survey takes approximately 13 minutes to complete. You may stop at any time. If you are shown any images, please open them at full size and zoom in to read any claims or small text.

In the past 30 days, have you purchased any packaged grocery, personal care, or household products?

• Yes
• No
• Not sure

Please carefully review the packaging image(s) below before continuing. Zoom in to read any claims or small text.

Based on what you saw, how easy or difficult would it be to spot this product on a typical store shelf?

What is the main claim or message you recall from the packaging? Please be as specific as possible.

Overall, how much does this packaging stand out compared to competing products you would expect to see on the same shelf?

How likely or unlikely would you be to purchase this product in the next month?

We'd like to explore your packaging impressions in a bit more depth. An AI moderator will ask a few brief follow-up questions based on your responses.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Based on your responses in this survey, is there anything else you'd like to share about the packaging or your experience?

Thank you for completing this survey! Your responses have been saved and will be used to help improve packaging design. You may now submit.

Where do you usually buy packaged grocery, personal care, or household products? Select all that apply.

• Supermarket / Grocery store
• Big-box retailer (e.g., hypermarket)
• Online grocery delivery
• Warehouse club
• Convenience store
• Drugstore / Pharmacy
• Specialty store (e.g., natural foods)
• Other

Were you able to view the packaging clearly?

• Yes
• No

Where would you most expect to find this product in a store or online? Please select one.

• Cereal / Breakfast aisle
• Snacks aisle
• Beverages aisle
• Refrigerated dairy
• Frozen foods
• Personal care
• Household cleaning
• Health / Wellness
• Checkout area / Impulse
• Online search bar
• Not sure

Which of the following claims did the packaging communicate? Select all that apply.

• Natural ingredients
• High protein
• Low sugar
• Eco-friendly packaging
• No artificial additives
• Vegan friendly
• Gluten-free
• Made locally
• None of the above / I didn't notice a claim

Which elements most contribute to the packaging's standout on shelf? Select up to three.

• Color palette
• Typography
• Brand logo
• Imagery / graphics
• Claim badge or seal
• Pack shape / structure
• Finish or materials (e.g., matte, foil)

What most influenced your purchase likelihood rating above?

What is your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

How noticeable is the brand logo on the packaging?

How clear or unclear was the main claim on the packaging?

Rank the following elements from most to least impactful for shelf standout.

1. Color palette
2. Logo size
3. Claim prominence
4. Imagery / graphics
5. Typography

In which country do you currently reside?

• United States
• Canada
• United Kingdom
• Australia
• India
• Other
• Prefer not to say

How noticeable is the product imagery or graphics on the packaging?

How believable or unbelievable is the main claim you noticed on the packaging?

If you could make one change to improve how easy this packaging is to find or how much it stands out, what would it be?

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / Associate degree
• Bachelor's degree
• Graduate or professional degree
• Prefer not to say

How noticeable are the claims or callouts on the packaging?

Which of the following best describes your current employment status?

• Full-time
• Part-time
• Self-employed
• Student
• Homemaker / caregiver
• Unemployed and looking
• Unemployed and not looking
• Retired
• Prefer not to say

How noticeable is the color palette or overall color scheme of the packaging?

Approximately how long do you think it would take you to find this product on a typical shelf?

• Less than 5 seconds
• 5–10 seconds
• 11–20 seconds
• 21–30 seconds
• More than 30 seconds
• I don't think I would find it